... was a between‐subject factorial design and consisted of 156 students from a North American university. It used an instructional manipulation designed to compare how low and highly involved consumers perceive DTC drug advertisements and more specifically the benefit and risk information contained...

... driven by DTC advertising. Physicians perceive improved communication and education among DTCA‐influenced patients. However, consumers tend to overestimate drug effectiveness when the ads vaguely convey the benefit information and subsequently, seek unnecessary treatments. DTC advertising needs...

... the time of patent protection to when generic substitutes are available. Such brand loyalty exists for many categories of products, including non‐prescription over‐the‐counter (OTC) drugs B i.e. many consumers pay a premium price for Aleve or Sudafed instead of the chemically identical generic naproxen...